How launching a new WEBSITE improved families USER EXPERIENCE when making their SCHOOL CHOICE
Since guardians have a choice in which school their child attends in Osceola County, The Osceola School District School Choice Program aimed to educate the general public about the benefits of students attending district-managed schools.
Reach built MyOsceolaChoice.School with the intention of the SDOC maintaining it long-term.
Here's a PEEK under the hood
The important thing about a website is the user interface and user experience. So we started with the basics - a responsive and lead generation website that included our marketing strategies.
Upon coming to the website, built in WebFlow, we stated approaching deadlines to guardians and students with a banner.
There was an easy finder on every page to allow students and guardians to find the school of their choice. They could also begin their journey to find their match with the pathways quiz.
We integrated with existing softwares by creating a chat-like feature that integrated with the District’s current “Let’s Talk!” service.
And all copy on the website was provided in English and Spanish to provide cultural competence to our community.
The biggest needle mover for this website and the guardians we were trying to help was The School Choice Quiz.
The Osceola County School District team compiled questions for each pathway, which were put together using branching logic to create a quiz to help students determine which pathway would be best.
Upon completing the quiz, students received their personalized results, the ability to share their results on social media or via email, and retake the quiz for themselves or another student.
The quiz results page also shared the schools related to the pathway and allowed the option to click to view all related schools.
All guardians or students that completed the quiz and provided a valid email address were entered into an email workflow for that particular pathway. The workflow emails nurture guardians, reminding them what pathway their child is matched to and to reminders to apply to their Choice school.
Comprehesive School Directory
To simplify school selection for guardians, we took a giant booklet (or PDF) of information about all the schools in the district and created a custom searchable school directory, where guardians and students could search for schools by level, category, pathways, or enrichment program.
Each school had an individual listing created that displayed a school overview with general information, the programs they offer, quick facts, awards they've won, photos, testimonials from guardians, a map of the school's location, and schools with similar pathways/enrichments.
To encourage students to continue their journey on the website, all school directory pages featured two calls to action asking guardians and students to apply now.